Customer Experience

Word Count: 1500 to 2000 words (excluding appendices, cover page, and references)

Assignment Overview

You are tasked with designing an end-to-end customer experience for a brand of your choice. This assignment will allow you to apply the key principles of customer experience management, including customer journey mapping, touchpoint analysis, empathy mapping, and experience improvement recommendations.

Learning Outcomes

By completing this assignment, you will be able to:

Understand and apply customer experience design frameworks.

Analyze the customer journey across multiple touchpoints.

Identify pain points and opportunities for experience enhancement.

Develop a customer-centric action plan to improve brand loyalty and satisfaction.

Assignment Instructions:

Step 1: Choose a Brand

Select a real or fictional brand in any industry (e.g., retail, hospitality, banking, e-commerce, education). Choose a brand with multiple customer touchpoints (physical or digital).

Step 2: Define the Target Customer

Create a customer persona that includes:

Demographics

Behaviors

Needs and pain points

Expectations and goals

Include an empathy map to deepen understanding of the customer.

Step 3: Map the Customer Journey

Create a Customer Journey Map for the end-to-end experience, covering 5-7 key stages (e.g., awareness, consideration, purchase, post-purchase, loyalty).

For each stage, identify:

Customer goals

Touchpoints (online/offline)

Emotions and thoughts

Pain points

Opportunities for improvement

You may use a visual format (e.g., table, flowchart, or diagram).

Step 4: Analyze the Experience

Answer the following:

Which touchpoints create the most value for the customer?

Where are the friction points?

How consistent and seamless is the experience across channels?

How does the experience align with the brand’s promise?

Step 5: Recommend Improvements

Propose 3-5 customer experience improvement strategies. Each strategy should include:

Description of the proposed change

Justification based on insights from your journey map

Expected impact on customer satisfaction and business outcomes

Examples: use of AI chatbots, personalization, mobile app redesign, employee training, loyalty programs, etc.

Step 6: Reflect

In 200-300 words, reflect on what you learned about customer experience design. Consider the challenges you encountered and how you applied course concepts.

Deliverables Checklist:

Your final submission should include:

✅ Customer persona and empathy map

✅ Customer journey map

✅ Written analysis (1500-2000 words)

✅ Improvement recommendations

✅ References (APA or Harvard style)

✅ Appendices (if applicable)